7 Mistakes Even Smart Sellers Make

How To Take The Risk Out Of Selling Your Upscale Property

If you are selling an executive property in an upscale neighborhood, you know your home is unique. You expect an upscale property to be marketed with the same professionalism you demand in every aspect of your life. That’s where our experience selling homes like yours pays off.

Keep in mind, buyers who can afford your home lead busy lives like you and look for a hassle-free sale. No house can be too clean, too updated, too freshly-painted, or too neutral for today’s buyers. Move-up buyers don’t need to buy now, so they wait and watch for that just-right fine home. It can be yours.

Unfortunately, however, even sophisticated homeowners sometimes make mistakes when they go to sell their upscale home. What happens then is the property nets less than the top-dollar price it’s worth. Or worse – the home just doesn’t sell. If you’re like our other clients, you’ll want to avoid the costly mistakes even smart homeowners make.

Here are seven common pitfalls to avoid:

Underestimating the competition.

Even though your property may be one-of-a-kind, there are other homes on the market being shown to the same potential buyers. Before you list your home, we’ll give you an “armchair tour” of comparable properties listed for sale in your price range.

We’ll share our inside observations on how each home compares to yours and what special features stand out. Once you realize potential buyers will be comparison shopping, we are able to price your property in its best light.

Overestimating the value.

When we tour the competition, you’ll notice how homes with similar features to yours are priced. Critical features today’s buyers demand include location, house design and size, privacy afforded by the lot as well as acreage, special amenities, type of neighborhood and community, and quality of local schools and other facilities.

Together, using our heads, not our hearts, we’ll help you position the right price for your home. By avoiding the overpricing trap – which often results in repeated price reductions making the property seem distressed – we’ll avoid the single costliest mistake.

Relying on location.

Homes in the executive price range need to look magazine-perfect throughout when they are shown. Today’s market demands everything – from doors to floors and fixtures to walls – be beyond clean to sparkling. Even minor faults inside or out loom larger-than-life in what’s expected to be a perfect home. In short, fix up, repair and polish like never before.

Over-improving or over-individualizing the house or grounds.

Buyers tend to buy what they see. Their new home needs to be an image of themselves. That’s why a home that’s too individualized with strong, personalized decorating won’t sell well in today’s market. (Neither will a “handyman’s special,” because your time-pressed buyers don’t see themselves as handymen.) Adding a tennis court or pool, for example, to a home should be solely for the owner’s enjoyment because the addition may not increase the value of the home at resale.

Spending thousands of dollars to redecorate may help it sell faster, but will not likely help it sell for any higher price. Also, avoid dramatic custom flourishes that may not suit many other people. Buyers may mentally calculate how much it will cost to remove the customizing and deduct the cost from their offer.

Making your own marketing decisions.

The marketing plan for your upscale property needs to reach out to the right potential buyers. A hit-and-miss advertising campaign will simply waste a lot of time. It’s crucial that marketing decisions be left to us, the experts. It’s our business to know what will work best. We offer a first-class marketing campaign which requires careful advance planning to allow time for reserving appropriate advertising space, top-notch photography, brochure production, even special events such as a top-broker open house.

Many homeowners overestimate the value of one-shot marketing, like newspaper or TV spot ads. In contrast, what typically works better is advertising with a longer “shelf life.” For instance, advertising in upscale publications can direct your efforts at an ideal niche.

Similarly, we’ll decide whether your house is one which could benefit from an open house or is best shown by appointment only. Yours is not a home for curious walk-ins who are unqualified to buy.

Playing hard to get.

No property sells sight unseen. Your house needs to be exposed to potential buyers. Working together, we can create a plan to show the house to qualified prospects and not disturb your schedule. Details, like the security system or guard dogs, may need to be worked out. Also, some buyers prefer to send a “screener” to first view properties to shield the buyer’s identity before price negotiations.

Rest assured all buyers will be financially qualified, perhaps requiring an approval letter from an attorney or banker, before we will bring them to see the property. With our help, you avoid the disruption of tourists and the disappointment of unqualified buyers.

Being inflexible.

You’ve got a unique home and you’re looking for a unique buyer. Chances are that buyer will have special needs and concerns. The most likely buyer for your home is someone who currently owns a similar home and may need to sell it to buy yours. That potential buyer is likely to want flexible terms, possibly some extra time before settlement to get their old home sold. And they’ll need to get approved for a “jumbo” loan and qualify for its higher monthly payments.

Service Is Everything

Your busy lifestyle demands you work with real estate professionals who have time to devote to the sale of your property and to your special needs. We understand your needs and will give your upscale property the first-class marketing and attention it deserves. For superlative service beyond your expectations, please call.

Sample Display Ad Copy or Flyer Example:

FREE Special Report!

UPSCALE PROPERTIES

Mistakes Even Smart Sellers Make

If you’re serious about selling your upscale property, it’s critical to know the mistakes to avoid.

This free report reveals the common pit-falls – pitfalls that you can avoid.

Call Now…1 800 550-0059 Code XXXX

For 24 hour recorded message

Sample Classified Ad Copy:

HOMESELLERS

Upscale Properties

Do You Know the Pitfalls to Avoid When Selling Your Executive Property ?

FREE Special Report

Call 1 800 550-0059 Code XXXX

For 24 hour recorded message

Suggested follow up script when calling potential clients back:

“Hi. This is (your name) . I’m with (your company) and I noticed you or someone at this number called my hotline regarding our special report for ( Name of the Report). I would like to confirm your mailing address so I can send this free report to you. (Confirm address and enter into your database). Do you have an email address or fax number?

Do you have time to talk now?

(IF YES) Start gathering details and lead to setting up an appointment

(IF NO) When is a convenient time for me to call you?

Professional Recorded Script - Code 10123

Copy Professional Recorded Script into your Home Code

Dial the load number

Enter your ID followed by the # sign

Enter your Password followed by the # sign

Press 1 to enter the Listing Menu

Enter Your Home Code Number that you wish to use

Press 9 – You will be prompted to enter the professional script number to be copied.